For Priti Shekar, Founder, Label Earthen every piece of wearable art that she creates is somewhere an extension of her own identity. As she says, “I won’t design anything I wouldn’t wear myself.” Her latest 
collection ‘Batasha’ is an unprecedented tale of joy presented with the vigour of dots and it also signifies how rooted she is with the design aesthetics of the system that she has been living in. In her opinion, with every new collection that she launches, she grows even more passionate about the brand. In a free-wheeling conversation with TMM, she talks about the latest collection, her design philosophy, and more.
Tell us about Label Earthen.
Earthen stands for “born from the earth”. Label Earthen is a modern-day brand sprinkled with nostalgia. It’s a reminder of our memories spent in kaleidoscopic vintage films when sweet nothings could stop time. It’s a verse for the child-like times when we departed for holidays and plunged into a parallel universe unburdened from our everyday selves. It’s our homage to the many travels that made time flow differently between feasts, family, and other fun. And we often returned as not-quite-ourselves.
Share a glimpse of the design philosophy of the brand.
Our designs are deeply embedded in our roots. We celebrate the rich craftsmanship and workmanship 
that has been cultivated by the collective wisdom of several generations of artisans. Our collections are all about easy, effortless, and classic clothing. It is all about comfortable, chic and beautifully handcrafted lightweight separates!
Above all, we like to think of ourselves as storytellers. With all our sartorial endeavors, we are unfolding distinct cultural tales that inevitably unravel beauty in the lesser-known. The result is a creative process punctuated with simplicity and intricacy and a journey that illuminates us time after time.
Your latest collection Batasha is inspired by the wonderful entirety of dots. What’s the idea behind this range and what all a fashion lover can expect from this range?
It is equal parts fun and flamboyant. This exuberance is dispatched with ebbing honesty, practicality, and comfort—a practice we have inculcated deep within our DNA. Perhaps this is the reason why it all started with the wonderful entirety of dots. Half a century ago, the versatility 
of dots could be found everywhere: as a decoration for eccentric art, as a symbol of femininity and feminism, in utilitarian objects and if you look closely, even in nature. It is, of course, also one of the most ubiquitous motifs in fashion and yet it can seem thoroughly distinct. Many of our collections at Label Earthen radiate in the expansive wisdom of art and in turn, we can cultivate experiences that give joy to everyone. The universality, happiness, and comfort of dots—both reassuringly classic and of-the-moment—can be savored in our vibrant and vitalizing collection Batasha. From timeless saris in monochromatic tones to kurta sets and lehengas, a fashion lover will get everything comfortable here.
Online versus offline shopping. What do you think is a better medium for designer wear?
Both online and offline shopping have their own pros, so it’s hard to say which one is good because both of them are good for different reasons. Online shopping helps save time and you can access everything from 
the comfort of your home. It also helps you save a lot of time and effort with most websites offering free shipping. The best part about online shopping is that you get everything at a great discounted price. Online shopping platforms these days offer special discounts on bank cards and on wallet payments. This helps you save extra on your shopping. Offline shopping on the other hand helps you with the touch and feel experience. You are assured of the quality when you are shopping offline, you can touch and feel the product, and therefore you can do a quality analysis on your own. There is no wait time when it comes to offline shopping. You like it, you pay for it, and you are good to go. In my opinion, both add value respectively.
When it comes to designing and developing a collection, what all factors do you keep in mind and what inspires you as a designer?
People might think that after designing so many collections, the inspiration would run dry. But it’s completely the opposite! With each new collection that I launch, I grow even more passionate about the brand. I have travelled extensively and that aids my creative process in a big way. When I am 
designing for my line, I often look to the feminine and effortlessly chic silhouettes I see in vintage clothing stores, and then give them a modern twist. The last thing that consistently inspires me is real women. I won’t design anything I wouldn’t wear myself. I am also inspired by other women I see. I also understand that what you wear should make you feel good, and how you dress should express your style.
Where do you see the Label Earthen in the next 5 years?
Label Earthen has been well received considering we are not even a decade into our existence. I would hope for us to continue with the same hard work and commitment as we look to establish the brand as a household name in the next 5 years. I truly believe in the potential of the brand and success is only a matter of time.
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